OpenX Granted Patent For Scoring Impressions and Users in Programmatic Advertising
Los Angeles – December 11, 2019 – OpenX today announced that the United States Patent and Trademark Office has issued the company U.S. Patent 10,410,245, “System and methods for using a revenue value index to score impressions for users for advertisement placement.”
The patent highlights the vision that OpenX had years ago of allowing both marketers and publishers to better assess the value of an individual user behind a screen, and ensure ads are shown at a fair price that offers maximum value for both sides of the ecosystem.
The patent describes the ability for OpenX’s technology to create and use a “revenue value index” that allows impressions and users to be scored to determine the fair price for an ad placement, or to provide analytics to publishers for future use. This addresses the use of both first-party data and third-party data to value either ad impressions or the users engaging the websites on which ads are likely to be placed.